Search engine optimisation (SEO) is the process of improving the quantity and quality of website traffic to a particular website or web page. This is achieved by the increase of visibility of a website or web page to website search engine users using various techniques.
It is recommended that a business uses SEO to attract visitors to their website. An increase in website visitors could result in more business and greater profits. Therefore, SEO should be a serious consideration for a business.
SEO is not an overnight strategy. The first few months are dedicated to making updates to your site and waiting for the search engine spiders to crawl and index the changes. Depending on your website, the amount of work it requires, and the crawl frequency of the search engine spiders, it typically takes 3-6 months to see the effects of SEO.
Achieving a higher rank position is important. However, it is only part of the equation. As search engines are constantly evolving and updating their algorithms, rankings can fluctuate from one day to the next. Maintaining your current rank position requires maintenance which involves constant research, updates, and testing to keep your URL ranking in the top positions. Discontinuing SEO after you have achieved a high-rank position will result in a significant reduction in your positioning and this can happen in a matter of days.
Only the technicians behind the search engines know this answer. However, Google’s head of Web Spam, Matt Cutts, has been quoted as saying that more than 500 updates are made each year. Since the search engines are constantly evolving and changing, it is crucial to stay on top of the changes and only use strategies that are ethical and sustainable.